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ALMS and Grand-Am move closer to new identity with hiring of agency

November 19, 2012

The Grand-Am Series will have a new identity after the 2013 season and its upcoming merger with the American Le Mans Series. Photo by LAT PHOTOGRAPHIC

The Grand-Am Rolex Sports Car Series and the American Le Mans Series on Tuesday moved another step closer to defining their upcoming merged series. The two organizations announced they have hired SME Branding “to develop the new identity for the combined sports-car series” which will debut in 2014.

Grand-Am CEO Ed Bennett said, “[ALMS president] Scott Atherton and I both believe our mandate, since announcing plans to merge Grand-Am and ALMS, has been to ensure that we get it right the first time. We think we're well on our way to doing that from an identity standpoint with SME Branding on board.”

The New York-based agency's client list includes NASCAR, the NFL, NHL, UFC, the New York Yankees, Kentucky Derby and Madison Square Garden.

SME will conduct stakeholder research, develop positioning strategy and produce the new series' name and logo.

“We are honored to be part of this historic moment in motorsports,” said SME Branding senior partner Ed O'Hara. “Our process will include key stakeholders from the merged series so that we can get to one holistic concept representing both the excitement and prestige of the series.”

Grand-Am and the ALMS said they expect to debut their new name and logo early in 2013.